The Coca-Cola Co is reaching out to teenagers in a new TV ad that kickstarts its Summer activation in Australia.

The 'Coke's Epic Summer' short will air during high-profile programmes including coverage of the Australian Open tennis tournament, as well as on "key teen channels" such as Channel V, Coca-Cola Australia said this week. The ad, which shows a couple swimming in a tropical lagoon, will also feature on digital channels including YouTube, Vimeo and Spotify.

It is part of a multi-million dollar Summer campaign that Coca-Cola said aims to reach young consumers in "in high-frequency Summer hotspots" such as cinemas, parks and beaches. The push includes out-of-home ads and on-pack tear-off labels that can be worn as wristbands to win prizes. Coca-Cola has also teamed up with Pedestrian TV to help launch a youth focused site 'PEZ'. The launch is aligned with the Epic Summer campaign, and Coca-Cola will run a three-month exclusive sponsorship.

Coca-Cola and its Australian bottler Coca-Cola Amatil have launched a number of innovative marketing campaigns for their flagship brand in the past few years. In June last year, Coca-Cola South Pacific set up an outdoor advertising panel in Sydney that dispensed free samples when consumers spoke to it.

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The Coca-Cola Company - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

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Marketline's The Coca-Cola Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments report includes business description, detailed reports on mergers and acquisitions (M&A), dive...read more